"There's no Santa," Robinson said bluntly. "Santa is a symbol of the generosity of the season. You go sit on his lap and we'll take a picture, but he's not coming down the chimney, he's not eating those cookies, he's not bringing you anything."

Her comment followed a story by her co-anchor Bob Sirott about families' declining incomes making it harder to buy expensive gifts for their children on Santa's behalf.

Outraged viewers with young children who were watching the broadcast responded promptly via phone calls, social media and email.

"I find it appalling. My son was watching, as we do almost every night," said one viewer on the station's Facebook page.

"It was careless and callous to say what I said in what could have been mixed company. So many kids don't get to be children that for those who can live the wonder and magic of Christmas, I would never spoil it intentionally. I sincerely apologize!"

During the segment of contrition, which lasted a little over four minutes, Robinson even went outside to talk to passersby about her pulling the veil on Kris Kringle.

"I think, definitely, it's important that children believe in Santa Claus," said one woman. "I think believing in Santa Claus is an important way of preserving children's innocence."

To parents of young children: What do you tell your kids about Santa Claus? For those with older kids, when and how did they learn the truth? Let us know in the comments below.